How To Make Your Website Content Work For You

Content is a key component of any website. Apart from supplying key information, it also works hand-in-hand with SEO. Your website content is such a critical element, that it can make or break your site (and by extension, your business).

Think about it. If your website content is of a poor quality, readers aren’t going to come back for more. If you have well-written content, but no visual appeal, people may find your content difficult to read. If you don’t supply links or easy navigation, your audience won’t know where to go for more information.

All of this means a drop in traffic and, in all likelihood, a higher bounce rate. This can impact on your search engine rankings. And if no one can find your site, they can’t use your service or buy your product. 

While this may sound a little far-fetched or overly simplified, the reality is that your content needs to work for you. If it isn’t doing this, then it could well be costing you customers. The solution? Make your website content work for you.

Readable Content

Readable website content uses good structure and interesting topics

What makes content readable? Readable content is easy-to-read. By this, we don’t mean it should be simple. Complex, technical content can be just as readable as a simple concept. So an explanation of compound interest can be as readable as an article on why children should get pocket money.

The things that make content readable are, primarily, structure and topic.

Structure

The layout of your text is an important element here. To begin with, you need a heading that adequately explains the content or purpose of your text. You should also use subheadings to break up the text into manageable chunks, and which also explain the content of each paragraph. 

Your paragraphs should be short. A few sentences each (if that), all of which should link back to your subheading. Try, where possible, to start each paragraph with a sentence that explains what will follow.

The reason for this is because people no longer have time to read through extensive texts. They are frequently looking for an answer to a question, and will therefore skim your article to find what they’re looking for. Make this easy for them.

The use of blocks in Gutenberg can also enhance the readability of your text. From headings, quotes and lists, to FAQ and How-to blocks, you can add a range of elements to your page.

Topic

The more interested someone is in what you have to say, the higher the chances that they will read your article. For this reason, your topic is important to the readability of your content. 

Choose topics that are relevant and interesting to your audience. But you should also ensure that your content is original. Apart from it being bad practice to say exactly what someone else has said, no one wants to read the same thing twice. 

When writing your content, focus on information that is original, educational and informative. And then ensure your content is well-written and to-the-point. 

Visual Content

Use visual content to engage your readers

You want to make your website content as visually appealing as possible. There are several reasons for this. People consume information far more quickly these days. Visual information can help them process and understand your content better. Many people also think visually, making visual content a better fit.

Images and image galleries can add a lot of appeal to your content. Gutenberg makes it easy to add images and image galleries to your page in WordPress. Alternatively you can use a plugin like FooBox (a responsive lightbox) or Foogallery to add more dimension to your images. 

Video is another great way to engage your audience. It’s becoming an increasingly popular channel, boosting traffic on your site and social media channels. 

Infographics and graphs can also supply visual information while making it easier to understand a difficult concept or process a large amount of information. When you do have a text-heavy article, graphs or other visual statistics can help break this up. 

Whatever visual content you use, make sure it is relevant. There is little value in using a cute cat meme or simply having images of stats that actually mean nothing. Unless they add to or complement your text, avoid using them.

Strategic Content

use strategic website content to boost traffic and conversions

Good content is a central factor of traffic and SEO. But you can help boost these, along with your sales, with some strategic content. By adding extra elements to your content, such as social share buttons, you can increase your readership.

Calls to Action are a good example of strategic website content. If your topic is all about improving your SEO, a Call To Action can encourage people to buy your SEO guide. CTAs should focus on one main action and stand out from the rest of the text. 

You should also be including links in your content. You should, where possible, link to other pages or blog posts on your own site. This improves the navigation and makes it easier for Google or other search engines to crawl your site. Include some outbound links to other credible, established websites as well. It can be good for your reputation.

Adding keywords to your content allows you to be found for the right reason. But you need to use relevant keywords the relate to your topic and your product or services. Avoid keyword stuffing though, and focus on the keywords for which you are most likely to rank.

Wrapping up…

Your website content can help improve your SEO, your traffic and by extension, conversions and sales. But only if your content is effective. 

Too many keywords, or visuals that aren’t relevant are unlikely to give you the boost you’re looking for. Likewise, adding good content, but without structure, may have a negative impact.

You need highly readable content, that is relevant and original. You need visual content that can help inform your readers while breaking up your text. And you need strategic content like CTAs to give you the extra edge.

Featured image by Banter Snaps on Unsplash

Why You Need Regular Fresh Content on Your Site

Good quality, fresh content is no longer a luxury when it comes to online communication. There is a seemingly limitless amount of information readily available online, but when you’re trying to get noticed, this isn’t a good thing.

How do you stand out amongst the masses? How do you compete with the endless stream of information on the internet? One way to do this is to continually provide innovative, useful and fresh content.

Of course, your content needs to be good quality, while providing value to your readers. And this takes time. But if you can offer regular new (or updated) content that ticks all the boxes, then you’re bound to see your efforts pay off.

Fresh regular content improves site traffic and SEO

Fresh Content = Dynamic Web Presence

In today’s online environment, you need to stay relevant. If you don’t publish new content regularly, you immediately put yourself at a disadvantage. Your competitors will be posting new content and they’ll be doing whatever they can to engage their (and your) readers.

Consistent content can build brand awareness, says Inc.com, and you can use this to successfully market yourself across all channels. You may not be able to add new posts or pages every day, or even every week. But you do need to post regularly, so your readers will know when to expect something new.

The idea is to post fresh content, either new or updated, on a regular basis. Posting more often is good, but it takes time to deliver good quality, informative material. And when it comes to content, quality should come first. Not only should posts be useful and informative, but they also need to be well-written and readable. If not, your readers aren’t likely to stick around for very long.

Audience Building

Engaging your audience is a must. New content can keep your readers coming back for more. This builds loyalty and generates interest, which not only means you can retain your audience, but you can also build on it.

Your content needs to add value though. You cannot expect to build an audience without content that offers something unique, new or valuable in some way. Of course, this will depend on your focus, and on what your audience wants. But as long as you add value, your content can help build your following.

There are plenty of innovative ways to engage with your readers. Information can come in many forms – think videos, infographics, and visuals. For lengthy texts, why not create an infographic. This way you can share the visuals on your social networks and drive traffic back to your site for a longer read.

Inc.com points out that keeping your audience engaged can help you generate revenue through existing clients. This is simpler, and generally cheaper, than finding new customers. Of course, engaging content can also lead to more shares and comments, which in turn will help to build your readership.

Authority and Credibility

Publishing new and useful content on a regular basis sets you up as an authority on the topic and helps establish you as a credible source of information. This can further help to establish you or your business as an industry leader.

Innovative thinking can take this a step further. Not only will your audience see you as aa credible source of information, they’ll also see you as progressive and forward-thinking. Use your content to challenge and engage your readers.

Content and SEO

While we can’t know exactly what search engines look for in their ranking, we do have a good idea that fresh content is a factor. Posting regular content, or making updates, means that this content gets indexed. SEO SiteCheckup makes this point, saying that frequent indexing can help with your SEO.

Search engines aim to provide users with content that is useful and relevant, so consider when you are generating this content. Good quality, highly readable information will go a long way to helping your ranking. As will providing content that is of real value to your audience. Plus there is the added bonus of using more keywords.

Fresh content also allows you the opportunity to add links to other relevant pages on your site. More than this, it creates opportunities for others to link back to you. All of this improves your chances of converting traffic into sales, of increasing newsletter sign-ups, or of just improving your bounce rate.

SEO SiteCheckup recommends keeping content standards high and updating your site once a day, or at least two to three times a week. They add that website comments also count as updates, so search engines will index your site when you get new comments. You can also update your homepage or other existing content to help your SEO.

Wrapping up

Fresh new content is every bit as essential as a good product or service. Without it, you are at a disadvantage. With it, you can build and engage with your audience. You can stay relevant. You can establish yourself as an authority and innovative market leader. Plus you can improve your search engine ranking.

But remember, your content needs to offer value. Go for quality content that is easy to read, interesting and helpful. This can help you stand out above the competition.

Feature image by Rafal Jedrzejek on Unsplash